Every agent wishes to understand what it takes to get into and ultimately dominate the luxury real estate market. Luxury real estate marketing is the obvious first step, in my opinion.

Notice how I did not say "marketing" right away? It's because luxury real estate marketing differs from typical marketing in a variety of ways. What works for $300,000 properties isn't going to work if you want to go up to multimillion-dollar listings.

The luxury property is not for everyone. But if you're serious about it - and it's the right fit for you - luxury is a goldmine.

That is why the topic of today's blog is luxury real estate marketing. I'll teach you five strategies for breaking into higher-end clientele and establishing yourself as the luxury agent of choice.

Let's get started...

No. 1 Luxury Real Estate Marketing Strategy: Discover Your Niche Hobby

You know I've told you time and time again that you need to be working hard in your career right now. However, if you read last week's blog about work/life balance, you'll know that it's critical to have a healthy social life doing things you enjoy.

So, wouldn't it be fantastic if you could enjoy your hobbies while also increasing your business? If your interests and activities fall into what is known as the "luxury realm," you're in luck.

Exotic automobiles, art, rock climbing, racquetball, golf... These are more than just things to do; they are opportunities to meet new people.

Ian Barta of Los Gatos, California, attributes much of his luxury success to the connections he makes through luxury interests such as good dining and wine. His wine knowledge and the networks he's joined as a result of it have become a cornerstone of his real estate career.

The question is, what is your specialty? Consider what you're actually enthusiastic about and what affluent homeowners are interested in, and then check if there are any clubs or organizations you may join to meet them. Just make sure you're having a good time because inauthenticity will be obvious to your new buddies.

No. 2 Luxury Real Estate Marketing Strategy: Community Events

Dave Archuletta of Rancho Mission Viejo has only been in real estate since 2020, starting right before the epidemic, but he is already doing $80 million in a volume less than three years later. The most bizarre aspect is that he never has to personally solicit business. It all stems from the fantastic community events he organizes, such as organizing a weekly softball game.

Dave has become recognized in his community as the person everyone wants to know and be close to. People will naturally inquire as to what he does, allowing him to casually bring up his track record. When the time comes for them to buy or sell, he's already established himself as the person they want to work with

This method can also be used to multiply your luxury listings. Valen Lindner of Park City, Utah, hosts huge open house parties at which she recruits prior clients to spread the news and come out for a good time. Her parties draw Lamborghini and Rolls Royce collectors, as well as 300+ rich guests at her open houses.

No. 3 Luxury Real Estate Marketing Strategy: Tell a Story

To step back for a moment, there are two key themes I want you to take away from this blog....

One of them I'll get to at the end. Another point to consider is that when it comes to luxury real estate marketing, you're selling a desire rather than a necessity. If these people only needed a place to live, they would not be spending as much money.

You're selling a fantasy, a fantasy... You're attempting to sell a story.

That means you must know EVERYTHING, not just about the property but also about all the other homes in the neighborhood. This is how Gary Gold rose through the luxury ranks to market properties such as the Playboy Mansion.

Gary thinks what distinguishes him from other agents is the level of detail he can go into on each property and his ability to frame it through the lens of a storyteller. When driving around with a prospective customer, he can point out each home and give the tale of who lived there, what occurred, and why the property is unique.

Even if he never sold the house, it gives the impression that he did!

He spends hours preparing for each encounter to ensure that every conversation is tailored to the interests and intents of the person he's speaking with.

Similarly, driving tours of high-end neighborhoods helped fellow LA-area luxury broker Christophe Choo establish his specialty. He'd simply install his camera on the front windshield of his car and narrate as he went, offering vital information and insights about the neighborhood, its homes, and, when appropriate, its occupants.

Remember that you're not just selling a house. You are selling desire.

No. 4 Luxury Real Estate Marketing Strategy: Beauty & Style

This should go without saying, but your luxury real estate marketing materials and content should ooze luxury! That means they should be attractive and fashionable

The clientele you contact within the luxury area are concerned about the quality and time spent on the items they invest in. And you're asking them to put money into you.

Make sure your website, social media accounts, and presentation materials are worthy of an HGTV show. There will be no more shaky hand-held walkthrough videos. You should be shooting in 4K and using a gimbal or stabilizer (read more about video tech tools that boost your credibility in this article).

The physical items you present or distribute are the most essential. Cute refrigerator magnets aren't normally found in multi-million dollar residences. Oriana Shae has a plethora of luxury marketing props at her disposal, including beautifully designed mailers, takeaway books that resemble professional art books, complimentary ebooks, and more. In the video I just linked to, she also discusses the cooking show she hosts on her YouTube channels, which attracts almost as many prospective home sellers as it does home chefs! (This demonstrates the significance of point 1 above.)

No. 5 Luxury Real Estate Marketing Strategy: Partnered Listings

Partnered listings are an opportunity too good to pass up for those who haven't yet made their mark in luxury but are willing to pay their dues to do so.

Will you have to put in a lot of effort to obtain a listing and then split your commission? Yes. But if taking the listing means being able to say you sold a luxury home, you've just raised your price point for the rest of your career.

If you're curious about how it's done, I'll let NYC agent Randy Barah explain. And then you should do it as well.

It's All About The Boots On The Ground

As we near the end, it's time to return to that huge takeaway I promised you earlier. Have you discovered it yet?

The majority of these techniques have nothing to do with placing ads on the internet or working alone in your office. Luxury real estate marketing is all about getting in front of people. It's a relationship game that revolves around who and what you know... and who knows you.

Luxury clients will have real estate agents in their lives; they will not need to Google to find one prepared to assist them. Your job is to already be in their inner circle so that when the time comes, they have no choice but to work with you.